By Anna Flanagan
Not long ago, finding a celebrant usually meant typing something like “wedding celebrant Christchurch” into Google and scrolling through a list of websites.
Today, people are searching differently. Now, they might ask Google: “Who is a relaxed celebrant for a small garden wedding?”
Or they might ask ChatGPT: “Can you recommend a celebrant in Canterbury who writes personalised ceremonies?”
You’ve probably seen it yourself – search tools aren’t just giving people a list of websites any longer, they’re now trying to provide the answer.
The good news is, you don’t need to be an AI expert to benefit from this. Many of the things that help AI tools recommend you and your business are actually just good marketing practices.
Whether you have a website or not, there are practical steps you can take to help people, and the tools they use to search, find you.
1. Answer the questions your clients are already asking
Search tools love useful information. Think about the questions you answer repeatedly:
How much does a celebrant cost?
How long is a wedding ceremony?
Can we write our own vows?
Can we include our dog?
What happens if it rains?
Do we need a rehearsal?
Every one of these questions could become a page or blog post on your website, or a helpful social media post if you don’t have a website.
Simple tip
Write down the five questions you are asked most often and answer one of them this month, either on your website or in a Facebook or Instagram post.
Take it further
Create a Frequently Asked Questions page or write a separate blog post for each question. Detailed, helpful content is far more valuable, and easier, than trying to fill your website with keywords.
2. Tell people who you are; not just what you do
People don’t choose a celebrant simply because you’re available. They choose someone they feel a connection with.
AI-powered search tools are also looking for clues about your experience, personality and areas of expertise.
Simple tip
Make sure your online profile, whether that’s your website, CANZ profile or social media, genuinely sounds like you.
Take it further
Include information about:
how long you’ve been a celebrant
the types of ceremonies you love
your values
what couples or families often say about working with you
any specialist experience or training.
3. Your CANZ profile matters more than you think
Not every celebrant has a website, and that’s okay.
AI-powered search tools don’t only learn from websites. They also gather information from trusted online sources like professional directories, business listings, reviews and social media.
Your CANZ profile is one of those sources.
The more complete and descriptive it is, the easier it is for both people and search tools to understand what you offer.
Simple tip
Take 15 minutes to review your CANZ profile. Ask yourself:
Is my bio up to date?
Does it describe my style and personality?
Have I listed all the ceremony types I offer?
Are my contact details current?
Do I have a recent, professional photo?
Take it further
Think beyond simply saying “Marriage Celebrant”. Instead, describe the experience you offer. For example:
Relaxed and informal ceremonies
Elopements and intimate weddings
Blended family ceremonies
Funeral and memorial services
House blessings
LGBTQIA+ inclusive ceremonies
Bilingual ceremonies
Rural or destination weddings
The more specific you are, the easier it is for people, and AI, to understand when you’re a great fit.
4. Reviews matter more than ever
Reviews aren’t just reassuring for couples and families. They also help search engines and AI understand that your business is trusted.
Simple tip
Ask every client for a Google review after their ceremony.
Take it further
Reply to every review – even a simple thank you. Regular new reviews are generally more valuable than having lots of older reviews.
Encourage clients to mention details such as the type of ceremony, where it took place, and what they appreciated most about working with you. These details help future clients and search tools better understand your business.
5. Be specific about where you work
If someone asks an AI tool to recommend a celebrant in Nelson, Hamilton or Invercargill, it can only recommend you if it knows where you work.
Simple tip
List the towns, cities or regions you regularly travel to on your website, CANZ profile and social media.
Take it further
When you share photos or stories from recent ceremonies, mention the location naturally. For example:
“It was a privilege to officiate Emma and Josh’s wedding at Terrace Downs.”
or
“Last weekend I was in Wānaka for a beautiful lakeside ceremony.”
Over time, these natural mentions help build a clearer picture of where you work without needing to create extra pages.
6. Show your work
Photos help people understand the kinds of ceremonies you create. They also help search tools understand your business.
Simple tip
Share a few recent ceremony photos each year (with your clients’ permission). They don’t have to be the professional ones – even a snap of the ceremony setup prior to the ceremony, or the confetti on the grass afterwards is good!
Take it further
Add a short story alongside each gallery or post explaining the couple, the venue or what made the ceremony special. Tag the venue, and Celebrants Aotearoa, for more reach, or add them as a collaborator so that their followers see your post too!
7. Keep your information consistent
Search tools compare information from lots of places. If your website, CANZ profile, Google Business Profile and Facebook page all say different things, it creates confusion.
Simple tip
Check that your phone number, email address, website (if you have one) and service areas are consistent wherever your business appears online.
Take it further
Review all your online profiles every six months to make sure they’re accurate and up to date.
Mythbusting Time:
“AI can only recommend celebrants who have websites.” Not true!
AI tools learn from various publicly available sources, including Google Business Profiles, reviews, online directories, social media and professional organisations like CANZ.
Having a website gives you more control, but it’s certainly not the only way to be found.
The key is to make sure your online presence, wherever it exists, is complete, current and genuinely reflects who you are and the ceremonies you love creating.
***
The rise of AI doesn’t mean people will stop choosing celebrants based on personality, warmth and connection, it’s quite the opposite.
The celebrants who are most likely to show up in these searches are those who explain who they are, what they offer and how they help people.
You don’t need to understand how AI works. You just need to make it easy for both people, and increasingly, the tools they use to search, to understand what makes you uniquely you.
That’s something every celebrant can do!
